Consumer evaluation in new products : the perspective of situational strenght
Year of publication: |
2015
|
---|---|
Authors: | Chang, Aihwa ; Tseng, Timmy H. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 5/6, p. 806-826
|
Subject: | Consumer innovativeness | Branding strategies | New product introduction | Perceived fit | Situational strength | Konsumentenverhalten | Consumer behaviour | Innovation | Markenführung | Brand management | Produktentwicklung | New product development | Markenimage | Brand image | Markentransfer | Brand extension |
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